Based upon 30 years of financial planning and registered investment advisory experience and also holding FINRA security licenses I have seen all aspects of this issue.
It is my strong belief that all persons providing investment advice or products to the public should be held to the fiduciary standard as it applies to registered investment advisors. The fiduciary standard requires, "what is best for the client" and should be the standard across the board as it is in professions like medicine and accounting.
A standard of "suitability" only does not provide the public sufficient protection.